The role of VR in the Future of Marketing

There is no such thing as the "normal" anymore. If there is one thing that's clear in these times of a pandemic is that the virus has accelerated the digital transformation on a global scale -- and every sort of brand-consumer interaction that used to happen in the real world now suddenly shifted to the digital realm.

In such a context, the companies who embrace the digitalization process and start establishing a strong presence in the digital world will be the winners in the race for consumer attention. With people spending more time at home and online, companies and brands can't always rely on the in-person touchpoints such as stores, pop-up experiences, or even billboards to capture attention.

The conclusion is, brands need to find new ways to provide unique, experiential touchpoints and strategies that will continue fortifying old connections and establishing new relationships with current and potential consumers. A few companies have already begun tapping into the VR/AR world for such initiatives, but this is only the beginning.

Toms Shoes: Virtual Giving Trip

Toms is known for donating a pair of shoes every time you purchase one. And they turned to the VR headsets to inspire customers to purchase more -- and donate more while shopping as well. During this experience, the audience goes on a virtual trip to Peru under the guidance of the company's founder, and witnesses the joy of the children at a local Peruvian school just at the moment as they are about the receive the shoe donations.

This initiative touches Toms customers on a deeply emotional level, giving them a sneak peek into where their money is really going. This helps the brand create this authentic and caring persona.

The New York Times

The major publication understands how to engage their readers in new ways and tap into new media to keep people excited and focused. The publishing company partnered with Google to send a few sets VR glasses (the Cardboard Set) to a select number of their subscribers to take advantage of the new NYT VR app and watch a number of films, such as Seeking Pluto's Frigid Heart for space lovers and The Displaced for those curious about the toll that wars have taken on children's lives.

The campaign was targeted at the most loyal followers of NYT -- just like a reward or insentive for the users' loyalty.